Cheshire Constabulary has launched a new road safety campaign encouraging motorists to stay alert and make safe, considered choices on the roads this winter. 

The campaign launch coincides with the National Police Chiefs' Council's (NPCC) Darker Nights Operation (27 October to 9 November). 

The campaign, titled 'Everyday Mistakes,' focuses on how even confident, experienced drivers need to stay aware and alert as daylight hours shorten and weather conditions worsen. 

It encourages motorists to take think twice before acting and avoid taking unnecessary risks on familiar roads. 

'Everyday Mistakes' focuses on how even confident, experienced drivers need to stay aware and alert as daylight hours shorten and weather conditions worsen (Photo: Cheshire Police).

The campaign uses short, driver's point-of-view videos filmed on Cheshire roads to put the audience in the driver's seat, asking them to decide what happens next: 

"Speed up to get out quickly?"  "Or slow down and wait?" 

Each clip then shows the safer choice, reinforcing how a moment's patience or focus can prevent a collision. 

Every video closes with the reminder 'Good drivers don't take chances. Every drive matters.' 

Chief Inspector for the Constabulary's Roads and Crime Unit, Cameron Taylor, said: "As visibility reduces, roads become wetter and more unpredictable, and journeys take place in tougher conditions, we are reminding drivers to stay alert and make calm safe decisions, to help prevent collisions from occurring.  

"Most collisions aren't caused by deliberate recklessness, but by everyday decisions made in a hurry or without full attention.

"Even good drivers can be caught out when visibility is poor or the roads are wet and this campaign aims to highlight those relatable driving moments and encourage all motorists to slow down, think twice, and make safer choices when it matters most, every drive matters." 

Cheshire Constabulary is also supporting a number of engagement events and school sessions all over Cheshire, alongside colleagues from Cheshire's Road Safety Group, to remind everyone about how to stay safe when using Cheshire roads.